Nike taps Kim Kardashian for new women's fitness line: NikeSkims
What's the story
In a strategic move to revitalize its brand, Nike has announced a collaboration with Kim Kardashian's shapewear label, Skims.
The partnership will give birth to a new sub-brand named NikeSkims, dedicated to women's fitness and activewear. This initiative aligns with CEO Elliot Hill's vision of recentering sport in the company's strategy.
The first collection is set to launch this spring in select stores before expanding globally in 2026.
Brand vision
NikeSkims aims to 'shake things up' for athletes
Heidi O'Neill, President of Consumer, Product, and Brand at Nike, was excited about the new venture.
She said, "We're energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSkims."
"We will invite even more athletes into sport and movement with a product that makes them feel strong and sexy."
According to The New York Times, Nike and Skims have been collaborating on the brand since October 2023.
Design commitment
Kardashian emphasized 'innovation, inclusivity' in NikeSkims design
Kardashian, who is the co-founder and Chief Creative Officer of Skims, emphasized the careful design process behind NikeSkims.
She said both Nike and Skims have a deep commitment to "innovation, inclusivity, and pushing boundaries."
"Every single detail has been obsessed over and carefully considered. We're incredibly excited to unveil our first collection this Spring," she added.
Women's growth
Nike's focus on expanding women's business
Nike has been vocal about wanting to grow its women's business for years.
However, the progress has been slow and the brand is often not the first choice for women looking for workout leggings or sportswear.
The collaboration with Skims is viewed as a major step toward tackling this issue and making Nike products more appealing to female consumers.
This partnership is a first for Nike, as it has never previously collaborated with an external company to launch a brand.